What is view-through attribution?

View-through attribution is a model that assigns credit to ads that a user has viewed prior to converting, even if they did not click on the ad at the time of viewing. This approach recognizes the importance of ad exposure in influencing consumer behavior, as users may take action later after seeing an ad, which highlights the role of brand awareness and recall in the decision-making process. By attributing the conversion to the exposure of the ad, marketers can better understand the effectiveness of their advertising campaigns and allocate their budgets more efficiently, considering both direct clicks and view-through conversions.

In contrast, the other options do not accurately capture the definition of view-through attribution. Tracking direct clicks only is a different measurement focused solely on those who interact with the ad immediately. Counting impressions without conversions does not provide insight into the impact of those impressions on future conversions. Measuring ad visibility pertains more to the visibility aspect of the ad rather than the actual conversions linked to it.